British retail brand Marks & Spencer (M&S) has launched its first campaign specifically for the India market, aiming to appeal to Indian consumers’ fashionable side.

The ‘rethink’ campaign, by Grey London and Delhi, sticks to the Marks & Spencer aesthetic and messaging but has updated it to appeal specifically for Indians that are looking to revamp their look.

According to M&S, this is a significant milestone for the business in India as it’s the first time it’s tailored a campaign to local insights

Ira Dubinsky, head of international marketing at Marks & Spencer, said: “We’re really excited to launch the ‘Rethink’ campaign in India, it’s the next evolution for Marks & Spencer in India as we look to deepen our connection to the local consumer. The work is totally relevant for the Indian consumer and positions M&S as an incredible destination for style and a trusted partner where they can come for guidance and advice time and again. Developing the campaign has been a true partnership between our UK and Indian teams, both agency and in-house.”

Bikram Bindra, vice president and strategic planning head, Delhi, Grey group, said: "For Marks & Spencer in India, this campaign is an important step since it positions it not just as a trend-setter, but also a brand that challenges perceptions and asks you to explore new sides of your personality.”